Observed Signal · Sep 19, 2016 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Interstitial Ad Definition
Interstitials are a variable form of online advertising that appears between content and can open in the current window or a new one, including on mobile. They are often called interrupter ads because they appear as content loads or when a user clicks a link, and they can be closed manually or fade away after a short delay. Variants include pop-ups, pop-unders (often viewed as unserious), Flash layers, video-interstitials (e.g., before YouTube videos), prestitials (common on start pages or apps), superstitials (multimedia-like, associated with Unicast), and IntelliTXT (Intelligent Text) by Vibrant Media, which highlights terms to trigger a transparent ad window with a link. While interstitials counter banner blindness, overuse can slow page loads and annoy users. Google provides guidance on acceptable vs. unacceptable interstitials for user experience; negative examples have been reported to affect mobile rankings since January 10, 2017, and such interstitials may be penalized.
Policy update by major platform (Google) regarding interstitials and mobile UX; potential ranking penalties.
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Key Takeaways & Evidence Grounding
- Interstitials are a variable form of online advertising that can open in the current window or a new one, including on mobile.
- Variants include pop-up, pop-under, Flash Layer, Video-Interstitial, Prestitial, Superstitial, and IntelliTXT by Vibrant Media.
- Interstititals can be closed manually or fade out automatically after a short delay.
- Pop-under is often viewed as unserious; IntelliTXT marks terms to trigger a transparent ad window.
- Google has guidance on acceptable vs. unacceptable interstitials for user experience and has warned of penalties starting January 10, 2017.
Connected Companies & Entities
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